Charitable work has been an important part of society for hundreds of years. A lot has changed over that time, but one thing that’s always been true for most nonprofits is the scarcity of resources.
Nonprofits often run on very tight budgets, funded by limited grants and donations. Often demand for a nonprofit’s services will increase at the same time their funding is decreasing, forcing them to stretch out their budget more and more to keep running.
Choosing exactly how to stretch that budget can be tricky, potentially opening up that nonprofit to criticism. While donors may want their funds to go straight to the benefit of the nonprofit’s clients, that can’t always be the case. In order for a non-profit to provide the services and programs they do, the organization’s overhead and administration needs to be funded as well. Staff salaries, office supplies, and fundraising events are just a few of the expenses nonprofits incur.
And marketing is one of those expenses that’s crucial for a nonprofit’s continued existence. Without marketing, potential donors and clients would never hear about the organization. How can an organization help anyone if no one knows it exists?
But while the problem of scarce resources for nonprofits has been a constant for hundreds of years, one thing that has changed for nonprofits is how to get the word out about their programs and services.